My name is Gregory Lynn, and I’m a Copyblogger Certified Content Marketer.
That means I’ve studied with the internet’s premiere content marketing educator and that they’ve reviewed my work and concluded that I know of which I speak.
That, in turn, means that I’ve been specifically trained to turn random strangers into lifelong customers. That’s the marketing problem. There are more than seven billion people on the planet, and your business has to turn enough of them into paying customers to generate a consistent profit.
When a person with a problem sets out to find a solution, they’re going on a journey, and if their problem is at all difficult, they’re going to change in the process. That’s not just a journey; it’s the Hero’s Journey.
It’s every story ever told. The hero has a problem and goes in search of a solution. They learn new things—sometimes with the help of a mentor—and come back to the problem a little different.
You’ve heard of the Know-Like-Trust paradigm. Nobody can buy from you if they don’t know who you are. They won’t buy from you unless they like who you are, and once they trust you, they won’t even think of buying from anyone else. That’s a journey, and while Know, Like, and Trust are important concepts and significant sign posts, the journey is a lot longer, more complicated, and more nuanced than that.
It parallels the Hero’s Journey. There’s a random stranger out there who has a problem you can solve. They go out in search of a solution. If you act as their mentor and educate them about their problem and your solution, they’re likely to become a lifelong customer.
Content Marketing does that with four kinds of content.
Every marketing formula starts with an A for “Attention.” Attraction content is designed to attract the attention of your ideal customers. It’s built from the ground up to be entertaining and informative and is optimized for social sharing as much as search engines. It’s how strangers get to know you.
Affinity content is designed to bring the strangers with the highest potential to become long-term customers closer to your business. It’s how you get people who barely know you to like you.
Authority content is where you demonstrate that you know what you’re talking about. You give people solutions to the simplest of their problems so that when they have bigger problems, they’ll have reason to trust you.
All of the previous kinds of content should be freely available on the internet. You want people to share it on social media. You want them to find it in Google searches. The only commitment your potential customers are making is giving up the time it takes to read it.
Conversion content is where that ends. Conversion content is where you ask potential customers to commit. It will probably start with asking for an e-mail address for your mailing list, but it includes everything from a simple product description up to and including landing pages and long form sales letters.
My name is Gregory Lynn, and I’m a Copyblogger Certified Content Marketer. That means I’ve trained on when and how to use the written word to make your business more successful. I help your business succeed by thinking about the Customer’s Journey in terms of story. Your customer is the hero. You’re the mentor. I’m the one that makes the introduction.
If you’re ready to take your business to the next level, drop your best business e-mail address in the box below and let’s get to work.